|Great Lash by Maybelline 1971|
Maybelline, the American makeup brand, originally a mail-order company, was founded by the New York chemist T.L. Williams (1896-1976) in 1914. In 1917 the company produced Maybelline Cake eyelash and eyebrow makeup, described as, "the first modern eye cosmetic for everyday use". Maybelline introduced eye shadow in blue, black, brown and green, and eyebrow pencils in black and brown in 1929. In 1933 ‘eyelash darkener’ began to be referred to as mascara in Maybelline adverts for the first time. In 1958, following Helena Rubinstein’s introduction of the highly advanced ‘Mascara-matic’, Maybelline introduced ‘Magic Mascara’, its own wand mascara with a spiral brush. Self-sharpening eyeliner and eyebrow pencils and stick eye shadow were also introduced. In 1961, Fluid Eye Liner was formulated defining the forthcoming look of that decade. The new mascara wands caused a decline in the popularity of cake and cream forms and in 1963 Maybelline released ‘Ultra-Lash’ mascara, followed by ‘Ultra-Brow’, ‘Ultra-Line’, and ‘Ultra-Shadow’. In 1971, 'Great Lash', a water-based mascara, the one we all know, was introduced to replace 'Ultra-Lash', launching the brand into the Seventies and beyond. The Maybelline brand was renamed ‘Maybelline New York’ in 2001 by its current owners L’Oréal, USA.